NGOs in Saudi Arabia - Case Study Example

NGOs in Saudi Arabia Strategies, Development and Marketing Management Introduction Non-governmental organizations (hence known as NGO’s) are voluntarily, non-profit making organizations that are usually independent of any government control and base their humanitarian efforts in trying to bring a desirable change in the society. (Definitions of NGO n.d). This would perhaps be the most simplistic definition of an NGO. However, over the years, the range, activities, nature and structure of NGO’s have gone under considerable change. Today, it is possible for an NGO to be under the government or even work on a corporate level with businesses. Though most of the NGO’s have mainly concerned themselves with acts of kindness and charity, their base of activities has expanded to influence not only the social but the political, economical situation of countries. With respect to Saudi Arabia, NGO’s have been shaped dramatically by the global and political events of the country and world events. Events like the Iraq war and invasion of Kuwait have significantly altered the political outlook of the Gulf countries. The economic changes which have accompanied have driven these Arab counties to adopt modern driven policies influenced by the West. This has meant a growing private sector for these countries. (Joffe 1993). After 9/11 attacks, there was a growing pressure from the global arena to exercise more control on the creation of Saudi NGO’s. It was alleged that some of the Saudi NGO’s were funding overseas terrorism. This obviously affected the fund raising activities of the NGO’s and the issue has posed a threat towards the sustainability of the Saudi NGO’s. (The International Program for Charity Commission n.d) The purpose of my research is therefore twofold. One is to further NGO research with more focus on the theory, agency, method and context. This would include drawing up effective strategy to strengthen the role of NGOs in Saudi Arabia, analyzing their effectiveness in a socio-political context and starting a dialogue on how the country might benefit from the new formation of NGOs Law that have been amended recently. The other aspect of the research will focus on the marketing management of the nonprofit sector and how a marketing plan could improve fundraising and increase chances of sustainability of Saudi NGO’s in light of current rapid changing environment. This would include an investigation on how marketing is used by local NGOs in Saudi whilst indicating its importance in fundraising efforts. Research Objectives As outlined above this research paper will attempt to cover the following areas. Outlining and Assessing: Innovation and creation of new forms in NGO structures. Specifying existing organizational structures of NGOs in relation to Saudi Interaction between governance and in Civil Society in Saudi context. Marketing practices by NGOs. Marketing plan guides specifically for the nonprofit sector for Saudi. In relation to Saudi and under this section, the following questions will be answered: 1. How marketing is perceived and utilized by NGOs in Saudi Arabia? 2. Do NGOs in Saudi perform marketing audit? 3. What are the funding resources for NGOs in Saudi? The Strengths, Weaknesses, Opportunities and Threats of the NGO Explaining the reasons that lead to some organizations to success, and increase its profit. Showing the model for the success through applying marketing management. Research Methodology This study will attempt to provide research on the marketing management strategies of Saudi NGO’s in a real world environment. Therefore, a quantitative research method will be used. A survey analysis will be conducted to provide a thorough analysis regarding how much marketing is understood and exercised by local NGOs in Saudi Arabia. Primary and secondary Data collection As with an NGO study conducted by Mullatahir (2010), the collection of the primary data will be conducted through the interview/communication method. A questionnaire will be designed and distributed to local NGO’s. E-mail, telephone and face to face interviews would be the important means by which information will be gathered. The face to face interviews will be conducted with the senior executives of some of the NGO’s in Jeddah and also feedback will be taken from the active members of such organizations. The collection of secondary data will focus more on gathering data from articles, journals, websites, any government reports or brochures. This would provide the theoretical background for the study. Literature Review The dearth of literature on the marketing management of NGO’s in Saudi Arabia has been a big issue. Most of the research has been directed towards civil society organizations (CSO’s) in their activism and sustainability to influence the media, the society and even the political decisions of the country. In an article written by Caroline (2010), the relationship between voluntary organizations and the Saudi state was explored. The author concluded that the interplay of the relations within the Saudi society were complex and complicated, this in turn affected the status and interdependence of the voluntary organizations operating in the country. However, it was also noted that if voluntary organizations were taken to be part of the traditional society, they were a vital driving force and had the capability of influencing the socio-political aspects of the country. The latest source of literature in relation to Saudi has been the amendments to the NGO draft law.This is briefly discussed below. Over the recent years the non-governmental organizations have burgeoned and there has been a noticeable increase in the number of charitable organizations in Saudi Arabia. The Kingdom provides funding assistance to these charitable organizations. With the introduction of the new draft law issued in 2008, the legal framework for these organizations was revised to incorporate more accountability and more presence for them in society. Under the law, for example, family foundations have been recognized and in order to expand their linkage with the civil society are under the supervision of the National Commission for Charitable Societies and Non-Government Organizations. There are two additional articles relating to the budget for these organizations and it has been decreed in Article 5 that an annual budget would be made available to these organizations in accordance with the State budget. In Article 9, Fund for Supporting charitable organizations, the resources for the fund allocation to these organizations have been listed out starting from the amount allocated from the State budget to donations, alms, grants and endowments, reveneues from excise duty, disposable funds at banks and financial institutions and revenues raised by the State’s investment of its resources have also been listed as being a monetary help to these organizations. The rest of the law draft pertains to proper registration and more transparency to support the expansion of these organizations in the Kingdom of Saudi Arabia. (The International Program for Charity Commission n.d) In reference to marketing, a study was done on the marketing techniques adopted by NGO’s globally. It was found out that most of the NGO’s had a hard time in coercing people in trusting in them and building their credibility. The most used marketing techniques were reliance on newspapers or brochures. Apart from that holding small scale events and inviting celebrities was also a way to attract social and media attention. (Idea Research Paper Series 2006) This part of literature review will be important in recognizing and discerning the marketing management strategies of NGO’s and also promoting their expansion at the local level. References Caroline, M., 2010. Civil society and the voluntary sector in Saudi Arabia. The Middle East Journal. 64(1), pp. 67-83. Definitions of NGO, n.d. [Online]. Available from [Accessed on 24 December 2010]. Joffe, G., 1993. Middle eastern views of the Gulf Conflict and its aftermath. Review of International Studies, 19, pp. 177-199. Idea Research Paper Series, 2006. Marketing Strategies used by NGO’s. Available from http://www.karmayog.org/general/upload/182/Marketing%20strategies%20used%20by%20NGOs.pdf. [Accessed on 24 December 2010]. The International Program of Charity Commission, n.d. The Kingdom of Saudi Arabia. Available from http://www.ngoregnet.org/country_information_by_region/Middle_East_and_North_Africa/KSA.asp. [Accessed on 24 December 2010]. Mullatahiri, V., 2010. Marketing Management in Non-Governmental- Organizations in Kosovo. University of Gavle, Department of Business Administration. Read More